How do you create a content strategy and then execute content assets throughout the buying cycle? In this session, Curt will show you how his team at MasterControl has developed a process for content creation, and how that content is found and delivered to prospects and customers. In this session, you’ll learn: • Where the content marketing strategy starts and getting buy-in • What types of content works best at different parts of the buying cycle • The best way to integrate content marketing into the entire marketing strategy

1. Crucial Content Elements
to Drive Your Marketing
Curt Porritt
SVP of Marketing
MasterControl, Inc.
#cmworld

2. What is “Content Marketing?”
Basic Philosophy:
“You can make more friends in two months
by becoming interested in other people than
you can in two years by trying to get other
people interested in you.”
Dale Carnegie
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3. What is “Content Marketing?”
• “Curt’s Definition”
Content marketing involves delivering a
large amount of valuable information to
prospects and customers with the ultimate
goals of increasing loyalty, introducing
solutions, and improving brand.
Everything points to valuable content.
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4. It Should Be Process-Driven
Call Team Activities Sales - Stages 1 through 9
Hold, Lost, Hold, Lost,
Deferred, Dead, Deferred, Dead,
Zombie, Hot, Etc. Zombie, Hot,
Etc.
The Internal Marketing Machine
(email, direct mail, white papers, newsletters, webinars, etc.)
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5. What Types of Content?
Customer
4 Prospect Prospect Website
Newsletters Website
White
Papers,
Customer Data
Newsletter Sheets,
Webinars, Case
Videos, and Studies,
Flash Tours etc.
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6. What Types of Content?
• In a typical year we’ll produce about 450 content projects
or 8.5 per week (Team of four writers & two designers)
– 73 Newsletters Articles – (4 prospect newsletters, 1 customer newsletter)
– 36 Email Blasts - (Does not include newsletter blasts.)
– 25 Customer Website Pages – (ads, product, events, training, etc.)
– 89 Prospect Website Pages – (new and edited)
– 74 SEO Articles Published – (link-building articles)
– 66 Sales-related Collateral – (brochures, white papers, case studies)
– Public Relations Collateral – (15 press releases, 12 LinkedIn pages)
– 12 Direct Mailers
– 42 Event Pages
– 4 Flash Quick Tours
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7. Driving Content
• Search Engines
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8. Driving Content
• Website
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9. Driving Content
• Website
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10. Driving Content
• Email
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11. Driving Content
• Newsletters
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12. Driving Content
• White Papers
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13. Driving Content
• Multimedia
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14. Driving Content
• Social Media
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15. Driving Content
• Social Media: Investment
Social media investment
is second from top.
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16. Driving Content
• Social Media: Effort vs. Effectiveness
Social media
effectiveness
is close to
the bottom.
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17. Driving Content
• Social Media: SEO Effectiveness
Social media
is next to last in
SEO effectiveness.
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18. Driving Content
• Social Media: Lead Generation Effectiveness
Social media
is next to last in
lead generation
effectiveness.
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19. Driving Content
• Social Media: Is It The Next Dot.com Bubble?
– We haven’t yet figured out social media, especially among
B2B companies.
– The hype and investment is greater than the results (so far).
– It’s not going away. (We need to figure it out.)
– It will be interesting to watch.
– My advice: Invest Cautiously!
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20. Tracking Results - Analytics
From the Online Forms We Know:
SalesForce
• Company
• Name
• Department
• Industry
• Phone #
• Email
• Country
• Job Title
• Comments
What We Know via Other Means:
• Interests (keyword used, white paper downloaded, etc.)
• Lead Quality (A vs. B)
• Lead Source (video, “contact us” form, trade show etc.)
• Campaign (PPC, banner ads, internal email, external email, etc)
• Duplicate Lead (if they have filled out a form on our site before)
• First Conversion Date (the first time they requested info from the website)
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21. Tracking Results - Analytics
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22. Tracking Results – Website
8
7
Most Popular Website Pages
6
Form Conversion
5 2009 – 36%
4
2010 – 35%’
2011 – 37%
3
2009
2010
2
2011 YTD
1
0
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23. Tracking Results – Qual. Opps
Total Qualified Opportunities in the Sales Pipeline
2008 thru 2012
600
500
400
329 2012
300
285 2011
244 2010
200 2009
188
2008
146
100 90
46
0
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24. Tracking Results – Qualified Opps
2011 Total Qualified
Opportunities in Sales
Pipeline
Partners
Sales 5%
13%
Marketing
82%
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25. Tracking Results - Branding
Number of Search Engine Searches for
"MasterControl"
2,200
2,000
1,800
1,600
1,400
master
1,200 control
mastercontro
l
1,000 Total
800
600
400
200
0
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26. Tracking Results - Branding
From which of the following companies have you received
communication within the last month? (i.e. newsletter, white
paper, direct mail, email, etc. Please check all that apply.)
35.0%
30.0%
25.0%
20.0%
15.0%
2008
10.0%
2009
5.0% 2010
0.0%
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27. Tracking Results - Branding
When you think of the communication you’ve received from these
companies, to which ones have you responded within the past year? (i.e.
visited their website, called them, emailed them, attended a
webinar/seminar, downloaded a white paper, read a newslette
30.0%
25.0%
20.0%
15.0% 2008
2009
10.0% 2010
5.0%
0.0%
MasterControl Sparta ETQ Pilgrim Camstar MetricStream Qumas
Systems
(Trackwise)
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28. Summary
• Content Marketing Works
– Offering content with real value yields loyalty, sales
opportunities, and improved branding
• It requires an investment in time and effort
• It is a strategic, long-term process, not a short-
term, tactical activity
• Tracking success and making adjustments is
important
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29. Thank You!
Crucial Content Elements
to Drive Your Marketing
Curt Porritt
SVP of Marketing
MasterControl, Inc.
#cmworld